using linguistic analysis to break through the noise - #clzsf - benjamin spiegel

August 11–14, 2014

#CZLSF | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

The Language of DiscoveryUsing linguistic analysis to break through the noise

Benjamin SpiegelManaging Director, Strategy@nxfxcom / @GroupMWorldWide

August 11–14, 2014 | #CZLSF | @ClickZLive

THINGS USED TO BE SIMPLE

@nxfxcom


@nxfxcom


THINGS HAVE EVOLVED

@nxfxcom


@nxfxcom


DEVICES HAVE EVOLVED

@nxfxcom


@nxfxcom


DIGITAL WAS SIMPLE TOO

@nxfxcom


@nxfxcom


THINGS EVOLVED, AGAIN

@nxfxcom


@nxfxcom


I NEED CAR INSURANCE

@nxfxcom


@nxfxcom


GOOGLE EVOLUTION:I NEED A TRUCK

@nxfxcom


@nxfxcom


NNGROUP.COM/BOOKS/EYETRACKING-WEB-USABILITY/

@nxfxcom


MISSCONCEPTIONS

@nxfxcom


@nxfxcom

(I AM A HAPPY CONSUMER)


@nxfxcom(I AM A HAPPY CONSUMER)


WWW.LUMAPARTNERS.COM/LUMASCAPES/

@nxfxcom


@nxfxcom


LOTS OF NOISE

@nxfxcom


FIGHTING FOR THE CONSUMERS ATTENTION

@nxfxcom


@nxfxcom


@nxfxcom

1. Who are our consumers2. Where are our consumers3. Are they ready to buy

Now we know things like

WHO – WHERE - WHEN


WE ARE MISSING THE MOST IMPORTANT THING.

@nxfxcom


WHAT TO SAY!

@nxfxcom


OUR ADVANTAGE(OVER TRADITIONAL)

@nxfxcom


@nxfxcom


UNIQUE CONSUMER EXPERIENCES

@nxfxcom


@nxfxcom


WE HAVE THE LARGEST CONSUMER PANEL IN THE WORLD

@nxfxcom


THE INTERNET

@nxfxcom

WHERE CONSUMERS LOVE TO TALK


REDEFINE CONSUMERUNDERSTANDING

@nxfxcom


SOCIAL LISTENINGSEARCH DATA

PANELSSURVEYS

@nxfxcom


READING…

@nxfxcom


…WHAT THEY THINK & SAY@nxfx

com


NUMBERSVS

WORDS

@nxfxcom


LANDING PAGE METRICS

/COUPONS 1,000 VISITS 17% BR

/FEATURES 3,000 VISITS 27% BR

@nxfxcom


WOULDN’T YOU RATHER HAVE

@nxfxcom


“I like the smell”

@nxfxcom

“very efficient”

“great price”


USING LINGUISTICAL ANALYSIS TO BETTER CONNECT WITH

OUR CONSUMERS

@nxfxcom


WHERE TO START(2 EXAMPLES)

@nxfxcom


#1SOCIAL MEDIA

@nxfxcom


#CLZSF

@nxfxcom


#1 GET DATA

@nxfxcom

https://dev.twitter.com/docs/api/1.1/get/search/tweets


#2 PICK A TOOL

@nxfxcom

http://rapidminer.com/products/rapidminer-studio/


#3 BUILD A FLOW

@nxfxcom

Its easier then it looks


@nxfxcom

SAMPLE FLOW


@nxfxcom


POS FILTER PATTERN OF SPEECH

@nxfxcom


@nxfxcom


POS?WHAT ARE PATTERNS OF SPEECH

@nxfxcom


@nxfxcom


AMAZING RESULTSIN TEXT BASED ADS

@nxfxcom


@nxfxcom


#2COMPETITIVE INSIGHTS

@nxfxcom


@nxfxcom


https://snap.stanford.edu/data/web-amazon.html

@nxfxcom


pyOut = {}

for str in kIn['Col0']: tokens = str.split(':', 1) if len(tokens): if tokens[0] in pyOut: column = pyOut[tokens[0]] else: column = [] column.append(tokens[1].strip()) pyOut.update({tokens[0] : column})

@nxfxcom


@nxfxcom


COMPETITOR ATTRIBUTES

@nxfxcom


NEGATIVE ATTRIBUTES

@nxfxcom


LEARNERS / PREDICTORS

@nxfxcom

1. Keyword tagging by intend2. Engagement by condition3. Most Likely outcomes4. Ranking Factors

Machine learning


CURRENT PROJECT

@nxfxcom


@nxfxcom


@nxfxcom

*NON BRANDED, EQUAL EQUITY ETC. VERY OBJECTIONABLE


WHERE SHOULD YOU LOOK FOR YOUR DATA?

- CRM SYSTEM- CUSTOMER SUPPORT EMAILS

- SUPPORT FORUM- KNOWLEDGE BASE (BY PV)

- RATINGS AND REVIEWS

@nxfxcom

Benjamin Spiegel


THANK YOUQUESTIONS? @NXFXCOM

@nxfxcom

using linguistic analysis to break through the noise - #clzsf - benjamin spiegel

Marketing

clickzlive things

clickzlive digital

clickzlive pyout

clickzlive https

clickzlive nngroup

clickzlive fighting

clickzlive devices

clickzlive missconceptions